Off-peak periods in the restaurant business: 5 ideas to boost your sales
07 February 2025
Having a full house at lunchtime and in the evening is perfect. But between 2pm and 6pm, activity slows down, and Monday evenings aren't much more dynamic.
And yet, these niches can become real opportunities... if you exploit them strategically.
Teleworking, afterworks, targeted offers... There are simple solutions for turning these off-peak hours into profitable slots, without undue effort.
In this article, we share with you 5 concrete ideasThe new, tried-and-tested solutions for generating traffic at a time when most establishments are idling.
Before taking action, identify your niches
Off-peak periods are not the same for all restaurants. Before launching offers or organizing events, take the time to analyze your sales data to understand when and why your business is slowing down.
The right questions to ask
➜ What are your quietest slots? Between 2pm and 6pm on weekdays? Monday evening? Sunday afternoon? Look at your figures to spot trends.
➜ Which products work (or don't) depending on the time of day? Do certain dishes sell well at lunchtime but not in the evening? Do your desserts stay in the kitchen in the afternoon?
➜ Who comes to your house at these times? Students, families, local residents... Each audience has its own expectations and influences the actions to be implemented.
➜ Is there a seasonal effect? Do your visitor numbers drop in winter? During school vacations?
Why is this analysis essential?
➜ To avoid making decisions by feel Random promotions are often ineffective and sometimes even counter-productive.
➜ To bet on good deeds A happy hour offer won't fill your room at 3pm, but it can make all the difference at 6pm.
➜ To target the right people If your off-peak clientele is made up of students, an affordable offer will be more effective than a wine tasting.
01. Transforming afternoons into teleworking spaces
When?
➜ Monday to Friday, 2pm to 6pm.
Teleworking has become the normBut not all self-employed or remote workers want to work from home. Cafés and restaurants that offer a pleasant setting and appropriate services attract a loyal clientele. during the slowest periods of the day.
How do I set it up?
➜ Propose a special offer: a teleworking package with unlimited hot drinks, a snack and a discount on a dish if the customer stays after 6pm.
➜ Create a quiet corner with high-performance WiFi, accessible sockets and comfortable seating.
➜ Boost your visibility : list your establishment on platforms such as Neo-nomad can help you reach more teleworkers.
Results
More customers in an often deserted time slot, an increase in the average basket and a regular clientele that returns several times a week.
02. Organize afterworks at the beginning of the week
When?
➜ Mondays and Tuesdays, 6 to 8 p.m.
Mondays and Tuesdays are often the slowest days. for restaurants and bars. However, it's also a time when employees are looking to release the pressure after the week's resumption. A well-targeted afterwork can help you fill your room right from the start of the week.
How do I set it up?
➜ Propose a special offer at the beginning of the week: Extended happy hour, discounts on boards to share, exclusive cocktail of the day...
➜ Highlight an animation : Blind test, DJ set, game night, wine or craft beer tasting... The idea is to add an experience to attract people.
➜ Use social networks : An Instagram story promo with a secret code to be given at the checkout creates a scarcity effect and boosts footfall.
Results
A much more dynamic start to the week, with a steady flow of customers and a new clientele returning on other days.
03. Hosting daytime events and conferences
When?
➜ Monday to Friday, 3pm to 6pm
Afternoons are often synonymous with empty dining rooms. And yet, many companies, freelancers and associations are looking for places to hold events without renting an expensive room. By opening your restaurant to these formats, you attract new customers in niches where you do little or no service.
How do I set it up?
➜ Collaborate with event organizers (entrepreneurial networks, incubators, schools, associations) to offer them a recurring partnership.
➜ Highlight specific niches: Tuesday and Thursday afternoons are often popular for this type of event.
➜ Offer an all-inclusive event package with customizable options (e.g. projection screen, flipchart, beverage service, gourmet break...).
Results
Bookings in empty slots, a new clientele that can return outside of events, and powerful word-of-mouth that boosts your visibility.
04. Organize mornings dedicated to families
When?
➜ Wednesdays, between 9 and 11 a.m.
Weekday mornings are often empty slots in cateringBut for parents, it's one of the few times they can go out with their children. without upsetting their routine. By proposing an offer designed for them, you fill your hall in an underused nicheWe've also created a regular meeting place that attracts a loyal local clientele.
How do I set it up?
➜ Create a family-friendly offer : a kid-friendly brunch, balanced and attractive children's menus, options adapted to toddlers (smaller portions, adapted cutlery).
➜ Create a children's corner: A small, secure area where they can keep busy while their parents enjoy their coffee.
➜ Set up a recurring family offer A weekly appointment to create a habit and effective word-of-mouth.
Results
More even filling in the morning, a loyal clientele that will return outside the "family" slotsand a positioning that sets it apart from other restaurants.
05. Launch a special offer for students on weekdays
When?
➜ Monday to Thursday, between 3pm and 6pm
Weekday afternoons are often a low point in the restaurant business. And yet.., students are looking for places to stay without blowing their budget. By offering them a dedicated service, you can fill your venue and create a consumption habit that can be extended to other slots.
How do I set it up?
➜ Create a discounted student menu : a snack formula (drink + snack), an affordable evening meal or a special offer on certain dishes.
➜ Submit a student offer : free coffee after X orders, discount for regulars.
➜ Get the word out on campus: flyers, partnerships with BDEs, publications on university Facebook groups.
Results
Regular attendance in a slow period, a clientele that will return for other occasions (lunches, parties) and natural word-of-mouth.
Your loyalty program: a powerful lever for filling off-peak hours
Your customer database is a gold mine to refill your restaurant when you need it.
Visit frequency, average shopping basket, favorite dishes... This data enables you to launch ultra-targeted offersWe're here to help you, at the right time, rather than relying on word-of-mouth or random promotions.
Rely on targeted SMS and email campaigns
SMS and email campaigns are effective tools for generating traffic quickly in slow periods.
Unlike posts on social networks, which depend on algorithms, a message sent directly to your customers guarantees immediate visibility.
Some examples of campaigns to test:
➜ To relaunch inactive customers: "It's been a while since we've seen you! This week, between 3pm and 5pm, we're offering you free coffee."
➜ To create personalized offers You love our desserts? Enjoy a -20% on your snack between 2pm and 4pm."
➜ To fill Monday evenings: "To get the week off to a good start, -10% on all our boards to share this Monday evening."
"An SMS has an open rate of 98 %. To maximize its impact, send it a few hours before the targeted period (e.g.: in the early afternoon to boost the evening afterwork)."Our expert advice
Activate your loyalty program to boost off-peak periods
Your loyalty program can become a real lever for encouraging your customers to visit you at strategic times. Rather than offering standardized discounts, use it to encourage behaviors that boost your business.
Here are a few ideas to get you started:
➜ Double points on hollow slots: encourage your loyal customers to visit you at the most strategic times.
➜ Set up exclusive offers for regulars : an unlocked loyalty bonus for those who order during the week outside rush hours.
➜ Rewarding recurrence: a special discount if a customer comes 3 times a month outside peak hours.
Measure and adjust in real time
Tracking the results of your actions is essential to fine-tune your strategy and avoid wasting your efforts.
Thanks to an integrated CRM and loyalty program, you can track key indicators:
➜ Track opening and click-through rates of your SMS & email campaigns.
➜ Analyze traffic peaks after a campaign and see if it had the desired effect.
➜ Adjust your offers based on results to fine-tune what really works.
This data enables you to adjust your offers over time and optimize your strategy without undercutting your prices or flooding your customers with unnecessary offers.
Stop letting off-peak hours slow down your business
Far from being inevitable, With the right strategies, they can even become a real growth driver. Whether it's attracting new customers, retaining regulars or optimizing your space, every niche has its own potential.
With the right approach, you can :
➜ Encourage your loyal customers to visit you at strategic times.
➜ Reach out to those who haven't come in a while with a tailor-made offer.
➜ Test different actions and adjust according to results.
Need a helping hand to implement an effective strategy? Contact us today to discuss your requirements!
